Competition

Zandu balm is the market leader in its segment with 43% market share, Its competitor Amrutanjan follows it with close to 10% market share. Its tough to retain as a market leader over  long period of time. It requires so much effort. Zandu balm is trying constantly to overcome its competetors to retain its position in market. 

Is main competitors are  Amrutanjan, Iodex, Tiger balm, Dragon balm, Move and some local brands like Sandu balm etc., in pain relief category. In the same category but in different form Pain relief tablets are considered as indirect competitors.

Emami company launched a balm in the same category which is MENTHO PLUS balm. This balm provides very small packages starting from two bucks. 

But the major threat now for Zandu Balm are the developing pain relief sprays which are promoted as time saviors as 'no need of massage' sprays. Also the present youth are becoming reluctant towards using balms as they felt them as old fashioned and time taking and its trendy to use sprays.Now the Emami Zandu Balm is facing a tough competition from these Pain relief sprays and trying to retain its market share. As a part of this they released a zandu balm tube for easy usage. 

Yet it need to do something in order to cater to the evolving changes in consumer behaviors and market competition to retain its position.